TransUnion reduces costs and improves conversions with Google Analytics 360
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Google Analytics 360
- AdWords
- DoubleClick
Tech Stack
- Google Analytics
- AdWords
- DoubleClick
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Cost Savings
- Revenue Growth
- Productivity Improvements
Technology Category
- Analytics & Modeling - Real Time Analytics
- Analytics & Modeling - Predictive Analytics
Applicable Industries
- Finance & Insurance
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Replenishment
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
TransUnion is a global credit information company that delivers sophisticated financial information to half a billion users worldwide. Its products help customers better understand credit health, monitor credit profile changes, and protect against identity theft-related issues. The company is headquartered in Chicago, Illinois. TransUnion prides itself on going beyond credit reporting to deliver sophisticated financial information to half a billion users worldwide. Its products help customers better understand credit health, monitor credit profile changes, and protect against identity theft-related issues.
The Challenge
TransUnion, a global credit information company, was seeking to increase marketing efficiencies across its AdWords and DoubleClick campaigns. The company aimed to increase the number of conversions and test a variety of audience lists without increasing tagging complexity. TransUnion wanted to find more customers while reducing waste in search and display campaigns. Specifically, the company wanted to make marketing efforts as efficient as possible while driving higher conversion rates on AdWords and DoubleClick ads. As a Google Analytics 360 customer for over three years, it was natural for TransUnion and its agency, Digitas, to examine audience behavioral data from Analytics 360 to execute more effective remarketing.
The Solution
TransUnion implemented Google Analytics 360 audience and remarketing lists for smarter, more efficient bidding in AdWords and DoubleClick. The company focused its audience list on two sets of users in AdWords: new users—those who had visited its site and started, but not completed, a credit application; and converted users. This allowed TransUnion to use remarketing lists for search ads (RLSA) to bid higher for new customers and spend less on customers it had already won. For its DoubleClick Bid Manager campaigns, TransUnion eliminated inefficiencies by implementing audience lists. The team created five different segments for users at different stages of brand engagement. These lists helped TransUnion speak to the right people at the right time and prevent over-exposing users to creatives they’d already seen.
Operational Impact
Quantitative Benefit
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